Marketing Research Awards: Achieving Insight
The Marketing Research Awards reward the vital contribution of market research to business, writes Rob Epstein.
The Marketing Research Awards 2005 are now open for entries. The awards, now in their third year, are the biggest event in the UK to recognise the contribution made by market research to businesses' bottom lines, and exist to champion the importance of the discipline in the marketing mix.
Last year entries increased by 50% and the awards night drew a record crowd of 350, from both agency and client sides. This year's event, which takes place on 4 July, will not only provide the opportunity to recognise the achievements of leading practitioners, but also to network with some of marketing's leading players.
Supported by the BMRA and The Marketing Society, and sponsored by Firefish, Maritz and TNS, the awards are open to agencies, consultancies and clients' in-house departments of any size that initiate, plan, implement and evaluate research activities.
Specific industry sectors are covered by 15 categories, from FMCG to travel, as are research issues, including best use of research in advertising and research with a budget below pounds 20,000 (see box).
A further award will recognise the most outstanding use of research for business success, with the winner selected from those that top each category.
Last year's winner of this award was the Home Office. It hired Ogilvy & Mather to research the best way to make teenagers aware of the threat of paedophiles in internet chat rooms and adjust their behaviour accordingly.
The aim of the research was to gain an understanding of the attitudes of 14- to 16-year-olds toward the internet, and chat rooms in particular, and to gauge their awareness of paedophiles. It also aimed to discover the precautions being taken by parents and children to tackle the problem and what needed to be said to encourage 'safe surfing'.
As a result of the research, the proportion of children willing to give out personal details online dropped from 40% at the start of 2002 to 27% in 2003.
Other winners last year included the RAC, as it battled the threat of rivals by seeking to establish a point of difference; Comet, which evaluated the in-store experience of a format redesign for its 'destination' stores and Sony Ericsson, which ran a consumer perception study to inform target-setting. …